36 8 54 12 NEWSPAPER SCORES AUDIENCE STUDIES
79 17 85 18 72- 31
63 17 74 19 Project #
18 18 26 19 BELAIR
5 18 12 19 Brand
79 20 83 22 285
19 20 58 22 " KALEIDOSCOPE - - GONE WITH THE WIND " *
63 20 76 22 Total Sample
5 20 11 22 Title
19 23 31 25 R/ BSS- 71- 19
5 23 13 25 Code #
19 26 45 27 PARADE, 1 Page, 4- Color
6 26 17 28 Type of Ad
28 28 80 30 Pittsburgh Pittsburgh PUTSBURGH PRESS (4 /23 /72
6 29 24 31 Newspaper (Date)
28 31 80 33 San Diego SAN DIEGO UNION (4 /23 /72
28 34 80 36 Dayton DAYTON NEWS (4 /23 /72)
27 37 80 39 Birmingham BIRMINGHAM NEWS (4 /23 /72)
44 42 59 44 PROVED RECALL
72 42 81 44 COMMENTS
31 42 35 44 PM6
25 44 31 47 SCORE %
34 44 39 45 BASE
45 44 51 47 SCORE %
54 44 59 45 BASE
27 49 31 51 3.4%
54 49 58 51 (222)
48 49 50 51 7%
62 49 88 52 *This was a combination ad with RALEIGH.
34 50 39 51 (224)
6 50 15 51 OVERALL:
5 55 10 57 SEX:
47 56 49 58 7
27 56 30 58 1.9
34 56 39 58 (104)
54 56 59 58 (101)
6 57 11 58 Male
54 58 58 59 (121)
48 58 50 59 7
27 58 31 59 5.0
34 58 39 59 (120)
6 58 12 60 Female
5 64 11 65 AGE:
5 65 15 67 Under 25
27 65 30 67 3.2
34 65 39 66 (63)
34 66 39 68 (66)
6 67 11 68 25- 34
27 67 31 68 3.0
27 68 31 69 4.4
6 68 12 70 35- 44
34 68 39 69 (46)
34 69 39 71 (49)
27 69 30 71 4.0
6 70 17 71 45 & Over
54 73 59 75 (117)
48 73 49 75 5
34 74 39 75 (129)
6 74 15 75 Under 35
27 74 30 75 3.1
34 75 39 77 (95)
48 75 50 76 9
54 75 59 77 (105)
27 75 30 76 4.2
6 75 16 77 35 & Over
5 81 21 82 BRAND SMOKER
48 82 50 83 6
53 82 59 84 (17)
6 82 26 84 Test Brand Smokers
48 83 49 85 7
54 83 59 85 (205)
6 84 25 85 All Other Smokers
63 88 79 90 465508326
